Fashion Jewellery(HKTDC Enterprise, Vol 07,2004)

Fashion Jewellery

Mix "n" Match

From Century
Sky Co comes this collection of metal epoxy fashion jewellery
in refreshing hues, perfect for spring and summer fashions

Throughout the past 50 years, costume jewellery has played a growing
role in the fashion industry. With the wide range of flexible materials,
metals, stones and finishes available, Hong Kong manufacturers provide
a huge variety of costume jewellery in everything from rhinestones
to resin.

"Our team of skilled craftsmen continually update and develop
high quality new lines. We also offer rhodium plating and cubic
zirconia (CZ) and other coloured stone settings," says director
Ma Kwan Yee. "Our latest products are simple designs suitable
for all ages."

Kam Shek sources its silver, CZ, and semiprecious stones from Australia,
Brazil, Thailand and the Chinese mainland. FOB Hong Kong unit prices
range from US$1-100 for a minimum order of 1,000 pieces per style,
delivered in 6-8 weeks.

With a monthly production of more than 500,000 pieces per style,
the US and Asia each account for 30% of business and Europe for
25%. Goods are produced at a 400-worker, 3,500-square-metre factory
in Guangzhou on the Chinese mainland.

Also exporting designs worldwide is Best Direction Ltd, with the
US its biggest market (50%) followed by Europe, Australasia and
Southeast Asia. The company also exports to Eastern Europe.

With sales of US$6m last year, the company produces more than 600,000
pieces of costume jewellery a month at its 600-worker, 9,000-square-metre
factory in Shenzhen. It uses mainly brass metal and clear and coloured
Swarovski crystals from Austria for its necklaces, bracelets, rings,
chokers and tiaras.

"We focus on crystals, but we also use mock pearls and CZ and
offer silver, gold and rhodium plating," explains assistant
trade manager Sara Chan. "Customers particularly like our quality
plating, which is very long-lasting."

Best Direction's most popular items at present are its bridal sets
of crystal necklaces and matching earrings. "We also introduced
crystal tiaras to our bridal wear range last year, and they are
proving very popular with customers."

FOB Hong Kong unit prices range from US$0.50-250.00, the most expensive
item being a luxury woven crystal scarf. Rhinestones and metal findings
are sourced from Austria, the US and the mainland, and the company
exports minimum order values of US$3,000, delivered 4-8 weeks after
order confirmation.

Also noted for its fast and efficient delivery is silver jewellery
specialist Ma Kui Jewellery Ltd, which works to OEM and ODM terms
and exports minimum orders of 200 pieces 30-45 days after confirmation.

About 150 workers at the company's factory in Guangdong Province
use approximately 350kg of silver a month to manufacture more than
1,000 different quality designs.

"We produce plain silver designs with highly polished or textured
surfaces as well as combining silver with semiprecious stones, coloured
stones, Swarovski crystals, plastic, leather and other innovative
materials to meet the varied demands of the fashion market."

Ma Kui sources its silver from Australia and the US, and stones
from the US and the mainland. "Currently, there is an ongoing
demand for chunky silver pieces in irregular shapes using different
materials such as leather, plastic and cotton," Ma notes.

"Precious stones are popular, as is mother-of-pearl sometimes
dyed pink or soft peach," says Ma. "In our new collections,
we are also combining silver with shell pearl droplets to create
a young, funky look. Colourful and shiny pieces are also in demand,
using pink, lavender and light green plastic to match the current
fashion colours."

The company's major markets are the UK, followed by Japan, and it
plans to further expand its business in the upper-end of the US
market. FOB Hong Kong unit prices range from US$1-10, with bracelets
and earrings the company's most sought-after items.

Established in 1979, Hang Fung has some 4,000 workers at four factories
on the mainland and in Hong Kong, two of which are ISO 9001-certified.
The company was awarded the Hong Kong Q-Mark Service Scheme Certificate
in 2003 and has won awards for both design and export achievements.

Hang Fung sources silver from Canada for its major export markets
in Europe and the US. Minimum orders are 100 pieces per style or
US$5,000 in value, delivered 6-8 weeks after order confirmation.

Be it brass or silver, semiprecious stones or innovative resins,
Hong Kong has the designs, quality and competitive prices to achieve
sparkling fashion jewellery sales worldwide.

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